Disney just announced an electronic wristband for visitors to its theme parks that neatly illustrates why companies like Google and cellphone networks are pushing the idea of using contactless technology in phones for payments, tickets, boarding passes and more. The short answer? They want data.

Disney’s MagicBand, an ID tag that uses Bluetooth and contactless NFC technology, is being introduced at Walt Disney World in Florida. It replaces a person’s ticket and can be used to tag into rides and other attractions at the park. It can also be used to open a guest’s hotel door, and to pay in stores at the resort. In the future, the Bluetooth link will make it possible for you to wander up to an attraction or Disney character and be greeted using your first name.